The Coca-Cola Co., Inc. has extended its reach into the rapidly growing world of water enhancers with Powerade Zero Drops, a new line of zero-calorie liquid concentrates. Aimed at on-the-go sports drink consumers, the new products are infused with the same range of electrolytes as its flagship brand.
“Convenience is key,” said Ilan Sobel, senior vice president, glacéau. “Between class, practice, errands and work, our lives are becoming busier and busier by the day. With Powerade Zero Drops, we’re providing athletes with even more options to help hydrate with sports drinks.
Powerade Zero Drops come in three flavors and are packaged in 3 oz. squeezable containers, each with a suggested retail price of $3.99. Each package makes approximately 24 8 oz. servings
This is the second foray for Coke into liquid enhancers following its launch of Dasani Drops in September. The introduction of Powerade Zero Drops also comes a few months after Kraft’s launch of a new sports and fitness variety for its MiO brand called MiO Fit. With MiO products expected to reach a jaw-dropping $200 million in sales this year — an incredible figure for a two-year old brand — Kraft’s runaway success with MiO is undoubtedly fueling Coke’s emergence in the category. And it’s not just Coke that sees tremendous potential for the products. In an interview at BevNET Live Summer ’13, AriZona Beverages founder Don Vultaggio revealed that the company will be introducing a tea-infusing liquid enhancer later this year.
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